The Fire Phone runs Mayday, Amazon's live tech support service for devices. They also demonstrated Firefly, software that recognizes physical objects using the phone's camera, as well as TV shows and songs it hears. It runs quickly, often identifying things in less than a second (and it pulls up an Amazon product listing, of course). It can even recognize art. Firefly has its own dedicated physical button on the phone, and Amazon is providing a Firefly SDK to third parties who want to develop with it. Another major feature of the Fire Phone is what Amazon calls "dynamic perspective." Using multiple front-facing cameras, the phone tracks the position of a user's head, and uses that to slightly adjust what's displayed on the screen so content is easier to see from the new angle. It allows for gesture control of the phone — for example, you can tilt the phone to scroll a web page or move your head slightly look around a 2-D stadium image when browsing for available seats. Putting your thumb on the screen acts like a mute button for the head tracking, so it isn't confused when you look up from the screen or turn your head to talk to somebody. It's an impressive piece of software, and they've made an SDK available for it.